Advertising IP

Topics: Advertising, Mass media, Advertising agency Pages: 51 (3609 words) Published: September 24, 2013
Lovely Professional University, Punjab
Course Code

Course Title

Course Planner

Lectures

MGT962

ADVERTISING

12377::Malika Rani

Course Category

Courses with conceptual focus

3.0

Tutorials Practicals Credits
0.0

0.0

TextBooks
Sr No

Title

Author

Edition

T-1

Advertising Management

Year

Jaishri jethwaney & Shruti 2nd
jain

Publisher Name
Oxford Higher Education

Reference Books
Sr No

Title

Author

Edition

Year

Publisher Name

R-1

Advertising & Promotion: An IMC
Perspective

Kruti Shah & Alan D
Souza

1st

2009

Tata McGraw Hill

R-2

A Introduction to Advertisement and
Promotions

Belch George E and Belch 7th
Michale

Tata McGraw Hill

Other Reading
Sr No

Journals articles as Compulsary reading (specific articles, complete reference)

OR-1

A Study of The Role and Effectiveness of Celebrities in Advertisements, Indian Journal of marketing, June 2012, pp 23-36 ,

OR-2

A study on the effectiveness on Internet Advertisements, Indian Journal of marketing, June 2012, pp 37-45 ,

OR-3

Unethical Issues in Advertising Indian Journal of marketing, March 2011, pp 33-42 ,

OR-4

Understanding of TV Advertisements among Urban TV Children, Indian Journal of marketing, March 2011, pp 51-59 ,

OR-5

Leisure, Social Networking And Mass media: The Evolving Confidence, Indian Journal of marketing, January 2012, pp 11-17 ,

OR-6

Effectiveness of Advertisements in India: An empirical Study, Indian Journal of marketing , May 2012, pp 31-38 ,

OR-7

Strategy Of Advertisement Agencies In India For Evaluating Advertising Effectiveness Across Experience Indian Journal of Marketing, April 2011, pp 63-69 ,

OR-8

Viewers` Perception Towards Advertisements On TV Media As A Promotional Strategy In The Current Marketing Scenario. Indian Journal of Marketing, April 2011, pp 39-45 ,

OR-9

Case: Social media strategy of My Grahak.com, www.afaqs.com (available in course file) ,

OR-10

Case: Social Media strategy by Lakme, www.afaqs.com (available in course file) ,

OR-11

Case: Ganesha Goes Green with “BIG Green Ganesha” www.afaqs.com (available in course file) ,

OR-12

Case of XUV 500, www.afaqs.com (available in course file) ,

Relevant Websites
Sr No

(Web address) (only if relevant to the course)

Salient Features

RW-1

http://www.multimediamarketing.com/mkc/marketingcommunications/

Details about IMC

3.0

RW-2

http://www.afaqs.com/

Articles and news on advertisements

RW-3

http://www.medianewsline.com/

Advertising Industry Updates

Audio Visual Aids
Sr No

(AV aids) (only if relevant to the course)

Salient Features

AV-1

Advertisements of Thums-up

Helps in understanding the concept of Ad strategy and big-Idea

AV-2

Advertisements of Cadbury

Helps in understanding the concept of Emotional appeals

AV-3

Advertisements of Fevicol

Helps in understanding the concept of Humour appeal

AV-4

Incredible India

Helps in understanding Social & Moral appeal

AV-5

Airtel ads

To understand ad formats

LTP week distribution: (LTP Weeks)
Weeks before MTE

7

Weeks After MTE

7

Spill Over

3

Detailed Plan For Lectures
Week
Number

Lecture
Number

Broad Topic(Sub Topic)

Week 1

Lecture 1

Introduction to Advertising
Management(Marketing
Communication)

T-1:Ch 1

Introduction to Advertising
Management(Role of Advertising)

T-1:Ch 1

Introduction to Advertising
Management(Meaning of
Advertising)
Introduction to Advertising
Management(Theories of
Advertising)

Lecture 2

Chapters/Sections
of Text/reference
books

Other Readings, Lecture Description
Relevant
Websites, Audio
Visual Aids,
software and
Virtual Labs

Learning Outcomes

Pedagogical Tool
Demonstration/ Case
Study / Images /
animation / ppt etc.
Planned

The lecture would
involve discussion on
Marketing...
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